Facebook Audience Targeting & Content Performance

With the right strategy, your Facebook business page isn’t just another static marketing tool; it’s one that can bring in new leads, convert customers, boost SEO and create sales.

In the Facebook world, the adage “if you build it, they will come” doesn’t quite ring true.

The site is littered with business pages, and unless customers come looking for you directly—or they come across your page in some other interaction (i.e. an ad or sponsored post)—they’re likely not going to take much notice.

So what can you do to make sure your Facebook business page gets the attention it deserves?

More importantly, how can you make sure the content you post gets shared and exposed to other potential customers?

How To Optimize Your Facebook Business Page

1. Customize your tabs

Every Facebook business page comes with basic “About,” “Events” and “Photos” tabs, but did you know you can actually create many more?

Take some time to build out tabs that really apply to your brand. You can even create an e-commerce tab that lets you show off your products and services to entice buyers.

2. Prime it for SEO

You know those keywords you use on your website and blog? Use them on your Facebook page, too.

Put them in your “About” content, use them went posting updates, and carefully select the categories and sub-categories for your business.

3. Use your photos to your advantage

Posting photos is great—especially behind the scenes ones—but take your images a step further and tag your page / products in them, create SEO-rich captions, and include links to your website in the captions, too.

4. Call in a pro for graphics and photos

This goes for your headers, profile photos and even just your individual posts. Stats show that posts with images actually get 179% more interaction than those that don’t.

With those kind of results, a pro is well worth the investment in the long run.

5. Use videos—and create playlists of them

Videos are a powerful way to draw users in and get their attention.

But instead of just throwing up a YouTube link, upload your videos directly to Facebook and add them to a playlist. Then, once users visit your page, they can easily view the videos in succession.

It’s a great way to get more views and make the experience easier and more convenient for potential customers.

6. Create a call-to-action button

Want to convert Facebook visitors to real, paying customers? Use a call-to-action button at the top of your page.

Options include:

“Book Now”

“Contact Us”

“Sign Up”

“Shop Now”

Use them to build up a list of potential contacts, or allow users to get in touch, buy your products, or make an appointment with just the click of a button.

7. Pin your most important posts

If you just posted a funny meme about it being Friday, that’s likely not the very first thing you want a new potential customer seeing, right?

With Pinned Posts, you can choose a more fitting first-impression post to keep at the top of your page.

Use this to your advantage, and pin the most eye-catching, descriptive or persuasive post you’ve got.

8. Create a custom URL

As long as you have at least 25 likes, you can create a custom URL for your page. Make sure it includes your business name, your services, your top product, or whatever potential customers are most likely to search for on the web. It can even include a top SEO keyword.

Pro-Tip: Choose carefully though; your URL can only be set once; after that, you’re stuck with it for good.

9. Get detailed

This is crucial. Be sure to include your full business address, phone number and website address in your “About” section.

When viewed on a mobile device, these snippets of info become clickable, allowing a user to simply tap their screen to call you, pull up your site or navigate to your store. It’s a great way to make becoming a customer easier and more convenient.

10. Watch your page insights

If you’re investing time into your Facebook business page, also set aside a few minutes each week to delve into your Insights—your page’s performance analytics. These can give you valuable information as to who your audience is, what they’re responding to, and what sort of content works best.

About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.